Authentic Brands Group and Guess have closed a landmark transaction to take Guess private, creating a new ownership and operating model designed to fuel the fashion brand’s global expansion. Under the agreement, Authentic now owns 51% of substantially all Guess intellectual property, while a group of existing Guess shareholders known as the Rolling Shareholders holds the remaining 49%.
How the new Guess structure works
With the deal complete, Guess now operates under a split model: Authentic controls a majority stake in the brand’s IP, while current Guess management owns 100% of the operating company and will continue to run the day to day business. Guess operations in Switzerland will remain the global hub for strategy, design, creative, and distribution, preserving the label’s European rooted aesthetic and brand continuity.
The transaction reshapes Guess inside Authentic’s ecosystem. With around $6 billion in global retail equivalent sales, Guess becomes Authentic’s second largest brand and lifts the group’s portfolio wide annual retail sales to $38 billion worldwide. This plugs Guess into a platform that spans more than 50 brands and nearly 2,000 licensing partners in about 150 countries.
Why Authentic wanted Guess
Authentic Founder, Chairman, and CEO Jamie Salter said, “What makes Guess compelling is the strength of the foundation already in place, from its exceptional leadership and iconic heritage to its vast network of licensing partners around the world”. He described Guess as a rare global brand that has maintained high awareness while evolving and staying true to its DNA, crediting Paul Marciano, Maurice Marcian,o and the wider Guess team for building that foundation.
For Authentic, adding Guess expands a roster that includes labels such as Reebok, Nautica, Juicy Couture, Ted Baker, Billabong, Volcom, and more, all managed through an asset light, licensing led model. The group plans to leverage its scale, storytelling, content, and live experiences to deepen the emotional connection between Guess and consumers worldwide.
What this means for leadership
Co-founder and Chief Creative Officer Paul Marciano said, “I’m incredibly proud of the iconic fashion brand we’ve built over the last 45 years,” and sees the partnership with Authentic as a way to take Guess “to the next level.”
Matt Maddox, President of Authentic, stated, “Through Authentic’s proven brand-building platform, Guess will gain access to opportunities and environments where consumers have yet to experience the brand. This includes a scaled platform to support category and geographic expansion, studio-led content development, and immersive live experiences that deepen consumer connection”. He framed this as an inflection point where Guess can reach markets where the brand has not yet been fully experienced.
Strategy as a newly private company
As a private company, Guess expects more flexibility in how it invests and grows. Chief Executive Officer Carlos Alberini said, “We see significant potential to enhance the customer experience, strengthen our brand partnerships and elevate our industry leadership in this new chapter as a private company.” He noted that with Authentic’s backing, Guess will have additional resources to pursue new growth opportunities and optimize its model with creativity, passion, and innovation.
The core Guess business remains broad based. As of November 1, 2025, Guess directly operated 1,058 retail stores across Europe, the Americas, and Asia, while partners and distributors ran another 507 locations, giving the brand a presence in approximately 100 countries worldwide. The company also markets, distributes, and operates stores for Rag & Bone, adding another contemporary label to its portfolio.
